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  • 1
    Book
    Book
    United States: John Wiley & Sons Inc
    Language: English
    Description: The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective...
    Keywords: Branding (Marketing)
    ISBN: 1118171764
    ISBN: 9781118171769
    Source: Dawsonera
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  • 2
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter fmatter, p.i-xx
    Description: the prelims comprise: half title title copyright contents introduction
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 3
    Book
    Book
    Singapore : Wiley
    Language: English
    Description: What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive, to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). This book is a guide to managing exclusive brands. The definitive guide to...
    Description: Introduction xv CHAPTER 1 The Concept of Luxury 1 CHAPTER 2 Specificities of the Luxury Industry 27 CHAPTER 3 Major Luxury Sectors 51 CHAPTER 4 The Power of the Luxury Brand 91 CHAPTER 5 The Luxury Client 117 CHAPTER 6 Brand Analytical Tools 139 CHAPTER 7 Managing Creation 189 CHAPTER 8 Communication... Previous edition: 2008.
    Keywords: Brand Name Products -- Management ; Luxury Goods Industry ; Luxuries -- Marketing ; Brand Name Products -- Marketing ; Business And Management
    ISBN: 9781118171769
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  • 4
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter ot1, p.303-306
    Description: the strong growth of the luxury industry is the result of both the development of emerging markets and of the creation and growth of a middle class who can afford, from time to time, the luxury of an exceptional purchase. this trend is identified as a democratization of luxury by some observers who also consider that it is partly due to the emergence of so‐called entry‐price products. to conclude, the luxury industry will experience continued growth in the coming years, keep on adapting to the expectations of consumers and competitive evolution, and thus continue to make us dream.
    Keywords: Luxury Industry ; Entry‐Price Product ; Evolution ; Democratization
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 5
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 9, p.241-260
    Description: developing the distribution system is the number‐one activity for those who want to build a worldwide business and cannot afford to invest directly everywhere in the world. it is the responsibility of top management to know their distribution partners, in the same way that they should know the merchandising vice presidents of the major department stores in the world. this responsibility is particularly critical for perfumes and cosmetics and for wines and spirits activities. this chapter highlights international distribution system. it starts with the original company, which distributes its goods through distribution systems that include outside distributors, joint ventures, or subsidiaries. this is how brands get started on exporting their products at the outset.
    Keywords: Distribution System ; Brand ; Joint Venture ; Subsidiary ; Merchandising
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 6
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 8, p.215-240
    Description: the communication chain gives an overall view of the meaning and the sales‐generating process of a brand, highlighting the respective roles of the brand identity, ethics, aesthetics, and their manifestations. this chapter introduces the notion of communication efficiency criteria that one applies to image, text, and sound and focuses on the brand's communication and economic objectives. it presents the exhaustive classification of manifestations and concentrates on how to use them and consider the objectives of brand communication. good communication is that which costs little and generates a maximum of sales over the longest period of time. to summarize product communication power: bad advertising rarely deters a faithful customer, whereas poor product quality always will.
    Keywords: Communication ; Brand ; Ethics ; Aesthetics ; Brand Identity ; Advertising
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 7
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 7, p.189-214
    Description: creativity and innovation in business functions are the main sources of competitive advantage in all industries, and even more so in the luxury sectors, whereby the customer naturally expects a great deal of originality within what he or she perceives to be the aesthetic characteristics of the brand. this chapter focuses on the creativity that a luxury brand needs to apply to its products or services. after presenting a description of the nature of creative activities for a luxury brand, it delves into the organizational matters related to it, with real‐life examples of design structures and their underlying logic. the chapter shows how product management interfaces with the creative work. it also proposes some insights into how the notion of brand aesthetics can help in solving some creative management issues, and finish the chapter by talking about the bridges that exist between brands’ creative activities and arts.
    Keywords: Creativity ; Innovation ; Business ; Luxury Brand ; Product Management
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 8
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 6, p.139-187
    Description: this chapter looks at analytical and management tools that enable people to master valuable elements of luxury brands: those relating to the brand life cycle and those that can assist in the management of the brand identity. the brand life cycle because, despite its apparent simplicity, it remains a basic strategic management instrument. brand identity because it is a unifying principle of all the activities of the company that allows a semiotic approach to meaning‐creation mechanisms, key factors in the world of consumption. tools for analysis do exist, originating in the field of semiology, with which this area can be at least partially rationalized, and provide very concrete lessons about managing a brand.
    Keywords: Management Tool ; Semiotic Approach ; Luxury Brand ; Brand Identity ; Brand Life Cycle
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 9
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 5, p.117-137
    Description: luxury clients are in fact the very rich, and, also … everybody. the chapter begins by looking at some quantitative analysis that has been done, mainly in the united states, to see who those clients buying a bottle of champagne or an expensive watch really are. it then focuses on the study how such clients behave, before looking at differences in national behaviour. in addition to luxury clients, it highlights the results of a study conducted in 1996 by bernard dubois and gilles laurent, for which they interviewed eighty‐six consumers in twelve countries. the aim of the study by dubois and laurent is to find differences in perceptions among different national groups.
    Keywords: Luxury Client ; Excursionist ; Luxury Product ; Quantitative Analysis
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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  • 10
    Book chapter
    Book chapter
    Hoboken, NJ, USA: John Wiley & Sons, Inc.
    Language: English
    In: Luxury Brand Management, Chapter 4, p.91-116
    Description: for luxury goods, brand identity is a very important element of the business. in certain ways, it can also be a constraint: it is not possible to launch a product that is outside of its sphere of legitimacy. this chapter discusses the value of a brand and how it can be assessed, then analyse the different ways of looking at the brand and what it represents. it concentrates on a study conducted every year by the consulting firm interbrand, the main results of which are published in businessweek. interbrand rates almost every brand in the world, assigning to each an overall value. in conclusion, what needs to be remembered is that there is no ideal name. if there were, it would be the name of a person, easy to remember in all languages, that evokes the qualities of the product or service offered, that suggests the company's philosophy, connotes intelligence and creativity, and begins with the letter a or z to stand out in the listings.
    Keywords: Luxury Goods ; Interbrand ; Businessweek ; Creativity
    ISBN: 9781118171769
    Source: John Wiley & Sons, Inc.
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